Hijacking the digital conversation

Technologies that help companies regain control of the b2b sales funnel

Lunch & Learn Series- 2013

Hypothesis for today’s session

The traditional b2b sales cycle, wherein sales personnel own the process of information dissemination is extinct and in a social web environment, customers engage in a “Self-Service” buy cycle

What we’ll cover today

Lead generation in 2013 – Hijacking the digital conversation

Where do leads originate from in 2013 and beyond? Adapting sales and marketing to optimize the digital

conversation The journey to lead to sales revenue management The changing view of telesales/inside sales

About SalesFUSION

SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide a complete marketing automation platform Focus on Sales & Marketing Alignment Integrated to leading CRM systems 400+ global customers 99% retention rate on integrated customers

Buyer-lifecycle engagement has shifted

All power lies with the buyer

Retail - The Pew Internet and American Life Project has just published the results of a study on American's e-commerce habits. Among the findings: 58% of Americans say they perform online research on the products and services they're considering buying. That's up from 49% who performed online research in 2004.

B2B - 93% of business-to-business customers research companies and products online before making a purchase, according to MarketingSherpa

B2B Buyer Journey’s have become more complex

Source – Forrester Research

B2B Buyer Journey’s have become self paced

Web Social Sales

Self directed engagement by buyers

As much as 70% of buy-cycle may be self-directed and complete prior to sales engaging“Sirius Decisions”

Find Evaluate Engage

• Your sales people • Google• Your web site

• Peers/colleagues• Experts• Your customers

• Brand perception• Product info

• Brand perception• Features/benefits• Alternatives• Comparisons

• Brand perception• Features/benefits• Alternatives• Comparisons• Reputations• Customer opinions

• Prices

Sources of information

What buyers know in advance

Pre-Web Web 1.0 Social Web

Information Scarcity

Information OverloadAttention Abundance

Attention Deficit

© 2012 Forrester Research, Inc. Reproduction Prohibited

Buyers are in complete control now

The website visitor funnel

All roads lead to the website95% of b2b buyers research on the webThis “digital conversation” with your company is going on whether you know it or not!

MA-SoftwareAll site visit data is captured an analyzed inside of the MA systemData is scoredLeads are pre-processed

Basic Web Analytics

Email Campaign Responses

Search

Web Forms Completions

Social/Blog

Corporate Website

The B2B Website Funnel

Capture

Analyze

Score

Sales

Nurture Ideas

Digital conversationProspective buyers are engaging with you in search, social, blog, online ads….and moreYou must inject yourself info this digital conversation and present materials that entice forms completion and lead capture

Present new contentPresent your visitors with new content that is engaging and educational. Become a source of industry best practices and elevate to trusted advisor status through intelligent nurture marketing

Engage salesMove the highest value leads to CRM/Sales quickly. Engage sales via email alerts and relevant contact history in CRM.

Track behaviorUse traditional web analytics to optimize your sites performance by analyzing site behavior

Lead scoringCapture all data points and group, rank, score and route leads to appropriate follow up path.

Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads

Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell

• Changing traditional roles• Inside sales is no longer a sales function• Skill-sets for inside sales are changing

How are leading b2b sales/marketing teams adapting?

Identify

Capture

Quality

Present

Propose

Close

Lead Generation in 2013 and beyond

Many b2b buyers are engaged in a digital conversation with your company Most companies don’t know about this conversation By the time telesales speaks to a prospect, opinions about you are formed Successful companies learn ways to “Hijack the Digital Conversation” Do you trust the internet to sell for you? Conversation channels are fluid and changing and evolving monthly

Demands a new paradigm for telesales…

THE GOAL IS NOT…

…to move hundreds or thousands of “leads” through a process of sequential attrition until tens or hundreds of deals emerge.

Attract CaptureNurtureConvert Expand

© 2013 Forrester Research, Inc. Reproduction Prohibited

THE GOAL IS…

…to take a single lead through an optimized process.

...and then repeat that process hundreds or thousands of times.

Change the way you view telesales/inside sales

• Monitor and direct lead traffic• Exchange meaningful

information with the leads• Direct leads to the right

resources• Educate leads about value

proposition and competitive position

Key technologies sales needs to thrive

Website visitor tracking• View, identify, receive alerts of leads on the website• Integrate with data services to research and append contacts• View page-level activity from high-score leads

Nurture Marketing Tools• 1-touch enrollment in multi-step campaigns • Multi-step campaigns that deliver content, not messages

Lead Scoring & Lead Management• Behavioral and demographics• Implicit and explicit• Capture, score, route, track

Website visitor tracking demystified The identification and tracking of individuals and companies

visiting your website Enabled by placement of a 1st party cookie on the visitor’s pc

and relation of their IP address to their email address Tracks the visit detail in the context of lead generation Information gathered includes pages, downloads, time on site,

location and much more.. Information gathered is integrated with CRM Information gathered is actionable and drives sales-related

processes

Google Analytics vs. website visitor tracking

Performance of website Geographic information Top pages Bounce rate Visit depth Return visitors Information used by web

team for site optimization

Website visitor tracking

Places 1st-party cookie Tracks a person or company Identifies companies based

on reverse IP append Information is used in lead

scoring/nurture marketing Information is embedded in

CRM Information drives sales lead

alerting via email

Important metrics to b2b sites

Visitor Loyalty - How often do visitors visit the site? Do your visitors visit once a month? 3 times a month? 10 times a month? Compare this metric over a period of time, for example compare this month to last month or this quarter to last quarter.

Visitor Recency - How long has it been since a visitor last visited? Again, compare this to two different time periods to see if there is a change or did things remain the same.

Depth of Visit - Measures the number of pages viewed by your visitors. Here you will be able to view how many pages visitors view on your site. Always compare metrics over a period of time and try to get an insight into whether visitors are viewing more pages or less.

Capture Lead Data - Forms

Web Leads In

Website Visitor Tracking and your Sales Funnel

Analyze/Score

Pre-Qualify based on rules

High-value leads – route to sales – trigger email alert with link to CRM

Lead data is pushed to CRM

Sales Engagement – Qualify to opportunity or set to nurture

Close Win/Loss – Trackback ROI data from Opportunity

Marketing

Inside Sales

Outside Sales

What are we capturing in b2b web visitor tracking?

1. Known visitors – previously identified by email click/form completion

2. Known companies – identified by reverse IP append3. Unknown visitors – raw SEO data

Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.

Geo-location

SEO information

Page-level detail

IP-level detail

What are we capturing in b2b web visitor tracking?

Combination of traditional analytics plus unique visitor demographics and site behavior

• Append data to your CRM• Alert sales when valuable activity occurs• Data uses to create accurate lead scoring models• Data appended to account, lead contact records in

CRM• Data drives automated campaigns (nurture/trigger)

How do we use the data in a practical way for b2b?

Sales reports – companies on the site

• Meaningful reports• Delivered via email• Filtered based on role/geo• Make information actionable –

click to open in CRM

How do we use the data in a practical way for b2b?

Contact/Account level alerts

• Controlled by lead scoring• Managed by lead assignment

rules (from CRM?)• Leads on a silver platter for

sales• Beware of overkill – throttle

the alerts accordingly

How do we use the data in a practical way for b2b?

The impact of visitor tracking on your Sales Funnel

• Increased adoption & satisfaction by sales of the CRM• Response time to leads is dramatically reduced• Fewer leads fall-out prior to pre-qualification• Longer-term leads are better developed through nurture marketing• Forced collaboration between sales & marketing• Accountability for passed leads is higher

Day in the life of sales with Marketing AutomationWebsite monitoring

Research anonymous visitors – append with

contacts – enroll in campaigns

Pop email alert when high-value activity

occurs – assign task for call

If no phone contact made – enroll in trigger

campaign

Receive on-going alerts when lead returns to

site/responds

Cold calling evolves to a series of reactive and pro-active touches based on data gathered by the marketing automation system.

Long-term nurturing and short-term calling combine to provide a more effective

• Activity creates sales trigger

• Triggers sales alerts

• Data presented in CRM

• Complete marketing history/contextual

• Keeps sales excited about the lead gen process

• Real-time

Lead Routing

Marketing Intelligence – to assist sales Give telesales the tools to access info and take action This view allows for telesales to view activity and enroll leads in campaigns

The importance of marketing automation tools Provides a mechanism for real-time lead monitoring Reduces lead response time Allows for enrollment in pre-defined trigger campaigns Increases touches in first 30-days following initial inquiry Allows for research and appending of data through

sources such as Jigsaw Alerting via email ensures leads are touched quickly

What information needs to be pushed through to CRM from MA

Event Attendance

Landing Page Click Throughs

Landing Page Visits

Email Campaign History

Website Page Visits

0% 20% 40% 60% 80%

5%

4%

12%

22%

34%

25%

32%

33%

56%

28%

34%

43%

49%

56%

58%

63%

67%

73%

Top Performers Everyone Else

CRM Integration

How marketing automation supports sales

Lead Scoring/Routing enables automated nurturing of leads

Trigger-based email campaigns – prebuilt and tied to scores

Lead scoring must be tuned, tested and agreed upon with sales

Objective is to treat every suspect the same initially Eliminate lead leakage Target content based on behavior and demographics

How important is this to your upper funnel success?According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to telesales….

Inside sales achieves quote 11% more when marketing automation is deployed Lead conversions (to opportunities) increased by 7% Inside sales make an additional 7-9 connects per day Overall sales team quota achievement is higher by nearly 3% Company revenue is higher by over 3%

Why? For the same Reason Henry Ford was able to produce more cars for less Efficiency gains through automation Connects are more meaningful when data is made easily accessible Fewer (if any) leads fall through the cracks

Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

MA software plugs the gaps in lead/sales handoffLack of technology to support integrated funnel causes lead leakage

Hotspot – this is the area of risk where leads that marketing pays for fall out

The new sales funnel

Marketing – owns the sales funnel through pre-qualification

Based on rules for SQL/MQL Fewer, better leads to sales Inside sales/telesales – report to marketing Sales is laser focused on closing the deals Shared pipeline Marketing – incented for number of SQL Produced Mutual responsibility for the whole funnel

The new sales funnel

Takes advantage of eMarketing technology Marketing information is immediately available to

sales Format of information – visual and helpful to

sales MA is integrated to CRM – Like CRM is integrated

to ERP Completes the acquisition to retention lifecycle

Real-world use cases

Leading Digital Print Solution Provider Extensive CRM database (MS CRM) Used Marketing Automation to segment and

identify demographically-correct prospects Initiated multi-touch nurture email campaign Sales set to receive alerts on completion of call

to action from email Sales engagement from web touches increased

revenue by $100,000 on first campaign

Real-world use cases

Leading Provider of global outsourced product maintenance programs

Implemented a real-time lead scoring program Nurtured leads with combination of telesales and

email efforts Auomated campaigns to stale leads Telesales increased calls to 100+ per day Revenue = 30% of new business was directly

attributable to the marketing automation system – connected to CRM

© 2013 Forrester Research, Inc. Reproduction Prohibited 39

Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2B Marketing Organizations And Investments Survey

REVENUE IMPACT IS THE KEY METRIC

Transaction conversion rates

Customer lifetime value

Customer satisfaction

Brand awareness

Revenue-related metrics

13%

24%

43%

43%

71%

“What are the most important measurements for your marketing team?”

But what do you do when you fall short?

Final thoughts

Human interaction (via the telephone) is increasingly valuable because fewer people engage in it

The social web cannot sell for you and you must learn how to put sales personnel in the mix

Technology-assisted selling through marketing automation can have dramatic revenue implications

Sales & Marketing alignment has quickly become a de facto state of success…not a nice to have